Adac Fahrsicherheitszentrum: Pottery

Credits & Description:

Campaign: Don't Call Mom - Call ADAC
Brand ADAC
Product: automobile club
Agency: RCKT BERLIN
Geo: Germany
Advertising Agency: RCKT, Berlin, Germany
Production Company: Big Fish
Director: Peter Harton
Creative Director: Ioana Lahr
Copywriter: Thomas Bengtson
Agency Producer: Maks Ciechanowski
Brand Strategy and Concept: Enrico Hahne
Colorist: Mike Bothe
Entry Summary
The ADAC is Europe's largest automobile club with over 20 million members. Now
transforming from an automobile club to a mobility service provider the campaign aimed for a target group that does not own a car but is the most mobile generation ever: The 15 to 30 year-olds. Not only because of the campaigns tonality but especially for
new communication channels, like WhatsApp and the integration of influencers we introduced the ADAC as an approachable brand. That’s how we generated 20,56 million impressions in total and over 143.000 messages in 5.300 WhatsApp-conversations over a six week campaign period.
Brief Explanation
The film underlines the messages the campaign wants to highlight the most: “give your parents a break” and “rather whatsapp us, than your parents.” It starts by portraying the parents in their living room, adventuring into some latex action, trying to get stuff going for the first time since their child left home. At a crucial point, when things start to heat up, the mother receives a WhatsApp message stating; “Mom what kind of fuel does dad’s car take again?” “Diesel or gasoline?” “I just filled it with diesel” “...sweet it’s way cheaper anyway!” from her child. This message acts as total mood killer and ruins the moment between the two parents, plus the car is going to crash since the kid put the wrong fuel in. Bummer.

The angels in yellow: they’re 114 years old, have earned a huge amount of trust from their customers, and have almost 20 million members in their organization. But – how is it possible to stay relevant amongst members of a target audience that don’t and, in the future, won’t own their own car?
Working alongside RCKT, this summer ADAC launched “Don’t Call Mom”, its first purely digital campaign aimed specifically at a younger demographic, which produced around 20 million interactions online. Youtube, Instagram, a specially created WhatsApp line and strong influencers were all part of the integrated campaign concept. The purely digital campaign depended on close insights into a clear target audience, the unmistakable creative touch of RCKT, and sophisticated performance marketing. The specially developed WhatsApp line lay at the heart of the entire project, accompanied by three adverts filmed by the Danish director Peter Harton, various online-ads, integrated influencer marketing, a homepage, and numerous offline strategies. In line with the catchphrase: “Don’t Call Mom – Call ADAC”, for the duration of the entire campaign, customers really were welcome to ask ANYTHING they liked. Whether it was a question about the right tyres for winter, tips for a first date, or the best pasta recipe – we were there to help.